This very brief chapter deals with corporate marketing and brand stewardship, thus complementing what we have already discussed in depth: the efforts of companies to position themselves and project their identity through logos, names, and content statements (Chap. 4 ), with a special view to establishing thought leadership, not least on social media (Chap. 3 ). This equally applies to corporations in the services industries, to (consumer) goods manufacturers, and to the business-to-business sector. What’s left is here now to describe the role of the discipline Corporate Branding, pointing to its challenges, explaining its remit, and showing how its contribution fits with the other areas commercial organizations of various categories include in their Corporate Affairs functions, as discussed in Chaps. 9 , 10 , 11 , 12 and 13 .